How to go online to help Australians most in need

BY Amanda Smith

The new NDIS system has been labelled ‘the most significant social reform since Medicare.’ So, of course, there are going to be challenges that come with a pivotal industry shift.

In the new market-style system, the government funding goes straight to the client, instead of to the disability service providers. And, with an expected 460,000 people set to use the scheme, communication between patients and providers will be more important than ever.

This means if you’re a Not-For-Profit (NFP), updating your online presence is key. You need to help your users find you, connect with you, trust you, and essentially, choose you. It can mean operating in an entirely new environment.

Online communication, with a human connection

As an NFP, you have a unique opportunity to use the online platform to connect, on a deeper level. So, here are some helpful hints:

Superficial, keyword-stuffed content may help web-bots but it won’t help you to connect with your audience. They’re vulnerable and need your help. They’re not just going to choose you because you’re at the top of Google. Personal connection is essential. But, how do you connect with your prospects, supporters and advocates?

Move away from mass campaign-style marketing and take an individual tactic – ‘I’m here for you’ techniques that sustain dialogues to turn prospects into advocates. This hyper-personal approach should be consistent across all digital channels – allowing even greater personalisation at each stage of the journey.

Maintain and build on your current database. Make new connections through paid and sponsored social media platforms such as Facebook, Instagram, and YouTube. Don’t be afraid to tell stories. Give your network incentives to engage. Go further and reward current clients, family, and advocates to get them ‘speaking’ for you. With NFP’s, it’s all about great relationships.

Use a multi-layered, yet relatable language that people understand and resonate with. It’s not about speaking in a hierarchical form. Talk conversationally. Level the playing field. Break barriers of formality and friendship to build support.

The old model of receiving funding via grants and tenders is no more. You’re connecting directly with the people who you’re helping now. Adapt your approach to stay ahead in an environment that’ll undoubtedly become more competitive.

Humanised, cost-effective digital marketing strategies. Let them get to know you. It’s a big life decision for them, after all.